The new site features runway videos and images, seasonal look books and pre-collections.

The new site, designed by London-based Wednesday agency, features runway videos and images, seasonal look books and pre-collections. It also has a separate scarf “boutique,” stocked with skull scarves and other exclusive color combinations and prints.

The site will eventually house the entire McQueen archive of runway films and pictures, as well as special projects material, and is meant to offer a mix of “shopping” and “experiencing” the brand, said a spokesman.

In a function called “My McQueen,” users can pick from thousands of McQueen archive images and ad campaigns to curate their own pages. They can also zoom in on images and share them via social media.

The e-commerce site has also expanded to serve all of Europe. Previously, it only shipped to the U.K. and the U.S.

The McQ collection has its own site, alexandermcqueen.com/mcq, that can be accessed directly or via the homepage. The site features a “My McQ” option and has a full e-commerce offer.

“We’re excited to launch our new digital flagship that will house both the Alexander McQueen and McQ brands under one domain,” said Jonathan Akeroyd, McQueen’s president and chief executive officer. “With a strong e-commerce presence in both the U.S. and U.K., an EU expansion was the next natural step. The redesign will not only offer a new audience of international luxury consumers the chance to shop our brands, it will also provide a truly enhanced McQueen digital experience.”

The first McQ brick-and-mortar flagship will open later this year on Dover Street in London. In May, Alexander McQueen stores are set to open in Bal Harbour in Miami and in Shanghai. The Miami store will span 2,100 square feet, while Shanghai will measure 2,000 square feet. In addition, the brand will open a 1,500-square-foot store in Hong Kong in September.